According to the Bloomberg forecast, Vietnam will continue to rank at the forefront of Asia with an economic growth rate of 6.5% in 2018. According to the statistics of the Vietnam Customs Administration, the two-way trade volume of Vietnam's top ten import and export accounts for 91.1% of the total national trade in the first seven months of 2017, , Of which import demand in the refrigerator market increased significantly.It is precisely because of the huge demand for imported refrigerators market in Vietnam, the world's major brands are trying to enter Vietnam to split the piece of 'big cake', which also led to another wave of 'price war' .
According to the analysis of industry experts, the price war in China is the most thoroughly used in the current home appliance industry in the world. From a market perspective, most Chinese brands are playing price wars. Enterprises that export overseas rely mostly on OEMs to obtain an economy However, under the background of such industry, Haier refrigerator, the number one brand in the world of globalization, has always insisted on building its own brand overseas, refusing a price war, laying high-end strategy overseas and realizing brand value The current market in Vietnam, Haier refrigerator 450-500L volume of high-end products segment sales accounted for 36.8%, ranking first in Vietnam Haier refrigerator in Vietnam in 2017 launched the 528-type high-end refrigerator, but also kill one Into the local refrigerator sales TOP3 leaderboard.
Vietnam's market has become a microcosm of the globalization competition and has plunged into price wars
In the global competition among the refrigerator brands, Vietnam's market, which has been rapidly growing in scale, has drawn more and more attention. Or, the market competition status of the refrigerator in Vietnam is a microcosm that, to a certain extent, represents the international appliance brand behind it In the global competition in the regional market situation and brand strategy direction.Currently, in the refrigerator market in Vietnam, Japan and South Korea's brand products are still the mainstream, domestic brands to enter the Vietnamese market generally "price war" as the main means.
Taking into account the relatively low level of local consumption in Vietnam, the average per capita wage of only about 1,500 yuan, some domestic brands to reduce the price in exchange for share, and companies in order to reduce costs, many of which are used in OEM form of such a tool can be short Time to obtain benefits, but can not enhance the brand value.Low-end market price war prevails, the high-end market has been the lack of supply.At present, the high-end market in Vietnam has not yet been fully tapped the market accounted for 14% -15%.
Haier accounted for more than 20% of high-end, with 'high-end line' to promote globalization
In the face of the price war between industry brands, Haier boldly opened up new ideas in the global distribution strategy, that is, to refuse the price war and opening up the market with high-end products to create its own brand.
In 2017, Haier Refrigerator first introduced high-end T-456 refrigerator in Vietnam, and later launched the Haier 528-type high-end refrigerator in the second half of the year and reached the TOP3 ranking of local refrigerator sales in one fell swoop, The highest price in the top three sales list.Haier currently in the local refrigerator market in Vietnam, the main high-end brand strategy has begun to bear fruit, the proportion of high-end products from less than 2% in 2016, reached the end of 2017 More than 20%, the market share increased significantly.
From a strategic point of view, Haier refrigerator in Vietnam, "high-end line" independent brand strategy successfully dominate the market share, not just Haier's marketing in Vietnam, but for the future of Haier refrigerator in the global market competition, provide A new way of solving problems and taking a new path of globalization.
Haier's high-end strategy of globalization essence: to refuse price war demand-centered
Haier refrigerator in Vietnam can quickly enter the local user horizons and occupy the high-end market, not only because of Haier focus on high-end products, a deeper reason is that Haier's local launch of high-end products has always been around the user needs to make an issue to meet the local users Consumer demand.
In Vietnam, Haier refrigerator with glass doors and black exterior design, which not only demonstrates the noble elegance of the product, but also in line with the aesthetic of local consumers, meet the local consumer consumer demand for the appearance of the refrigerator.At the same time, Haier accurate grasp of Local consumers on the price of high-end refrigerator products, the introduction of high-end product positioning accuracy, the right price segment, won the local consumers love .In January 2018 Haier launched the multi-door 517L computer temperature-controlled refrigerator, for example, it The local price of about 11,000 yuan, becoming popular with local consumers, one of the products.In addition, this multi-door 517L computer-controlled refrigerator equipped with a fine micro-duct, wet storage, variable temperature zone and other functions , Very practical value, won the favor of users.
According to industry experts, the price war at the expense of profit at the expense of revenue growth is tantamount to drink quench thirst, exhausted Ze Ze fishing compared with most brands 'price war' concept, Haier refrigerator user-centric, to meet the user's personality The need to deliver high-quality products and high value-added strategies quickly conquered local consumers.
Euromonitor International data show that sales of Haier refrigerator has been ranked first in the world for 10 consecutive years to open the Vietnamese market with high-end line, can be seen as Haier refrigerator to seize the global market, to achieve another brand of global success stories and Haier refrigerator in the Vietnam and other global markets have achieved such success, mainly due to Haier 'all the needs of users as the center' of the 'one man and one' model of a powerful drive 13 years ago, Haier insisted on 'one man and one' model, continue to meet The global user differentiation needs of users, making its own brand in the world, successfully breaking the global competition in household electrical appliance enterprises.